畅销书腰封广告研究从精细加工可能性模型的角度-出版专业论文.docxVIP

华 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract As the first advertisement of a book, girdle, plays an important role on book selling, and brings a girdle fever on the books market. While with the increase of girdle usage rate, a fight against girdle is launched on the network, and books girdle advertisement is questioned by many consumers and even press people. In order to be more systematic and comprehensive understanding girdle of development status and scientifically grasp mainland consumers’ attitude towards girdle. This thesis compares the similarities and difference of books girdle in Hong Kong, Taiwan, and mainland, and analyzes the development situation, existing problem, existence value. This paper also makes an assay of mainland consumers’ attitude towards girdle from the perspective of elaboration likelihood model, and proposes solutions to transform the situation of girdle turning to “evil wind”, reforms the market order of girdle, and promotes the healthy and sustainable development of book market. This article mainly uses a questionnaire method to measure mainland consumers’ attitude towards girdle from the design, content, advertising appeal methods, function cognition of girdle, and which factors of girdle are able to strengthen advertisement effect. Research shows that consumers have a positive attitude towards girdle ， and while optimizing the design of girdle, enhancing cognitive information, using the combination of affection and reason of advertising appeal method, can give a full play to the advertising effect of girdle and affect consumers’ attitudes. Through the analysis of girdle problems and mainland consumers’ attitude, this article also make suggestions for the publish house to promote girdle markets to develop healthily and orderly from balancing girdle culture and commercial value, remodeling a trust relationship among publishers, author, and readers, develop specific girdle advertising specification and standard, and from th